Xiaomi has brought something really nice this time. The Chinese smartphone maker company has launched its first set of Internet-based services in India with the introduction of Mi Music and Mi Video.
To know more, Mi Music is Xiaomi’s pre-installed music app, offering an integrated music streaming service along with the ability to store offline music. Again, Mi Video is Xiaomi’s pre-installed video app which provides integrated video streaming across platforms.
To this, Manu Jain, Vice President, Xiaomi and Managing Director, Xiaomi India, added that “Globally we have announced that we’ll cap our hardware profits at 5 percent and distribute the rest to our fans. In terms of profitability, our focus will be on services”.
Jain, in fact, admitted that it is challenging to get Indian consumers to pay for online services but is hopeful that the situations are in fact taking a positive turn. So, he added, comparing India to where China was 4-5 years ago, that, “India is a very price conscious market but I do believe India is changing and will change over next 5-10 years, which is similar to any other market. Average ASP of smartphones is going up over the years. And similarly, we are seeing paid subscriptions for content providers is increasing. The online music industry in India has already grown 50 percent in the last one year and is expected to grow even more going ahead”.
Mi Music and Mi Video are the first Internet services that Xiaomi has brought to India. To know more, Mi Music in India has nearly 7 million Daily Active Users. But with the launch, these users would not only be able to listen to their own music but also own a large library of the online music stream.
To know more, Mi Music now comes with Hungama Music, South Asia’s largest digital entertainment organization with more than 400 content partners across geographies and languages. It also offers more than 10 million freemium tracks across 13 Indic language choices. In addition, the music service provides unlimited lifetime free music streaming service and the app allows users to integrate local music on the device. It also consists of new interesting features such as Dynamic Lyrics which offers users a “karaoke” song experience wherein users allow the lyrics to follow the song in a ‘Karaoke’ fashion and scroll through songs via lyrics. Users can, in fact, download music offline with Hungama Pro package within Mi Music, for ₹899 per annum.
Speaking on the occasion, Neeraj Roy, Managing Director & CEO, Hungama Digital Media Entertainment Pvt. Ltd., added that, “We are committed to delivering the best of content with unlimited playlists to the highly engaged Mi Fan community and with this launch, we take our partnership with Xiaomi to the next level. In the coming months, we will bring more exciting features including gamification and continue to build on the rich user experience.”
Now, Mi Video acts as an extension of what Xiaomi brought with its smart TVs. The 7 lakh hours of content that was made available on the MiTV would now also be available on the mobile through Mi Video, which is designed to be a platform for video content aggregation and a powerful local video player.
Mi Video content is further backed by Hungama Play, SonyLiv, and Voot with more partners coming onboard soon. Currently, Mi Video offers more than 500,000 hours of content with nearly 80% free content. It also supports multilingual subtitles, private folders, and multiple audio tracks.